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2007 Thomson South-Western
Creating Effective and Creative Advertising
Messages
Chapter Ten
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Chapter Ten Objectives
• Appreciate the factors that promote effective and creative advertising.
• Understand a five-step program used in formulating advertising strategy.
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Chapter Ten Objectives
• Describe the features of a creative brief.
• Explain alternative creative styles that play a role in the development of advertising messages.
• Understand the concept of means-end chains and their role in advertising strategy.
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Chapter Ten Objectives
• Appreciate the MECCAS model and its role in guiding message formulation.
• Describe the laddering method that provides the data used in constructing a MECCAS model.
• Recognize the role of corporate image and issue advertising.
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What Makes Effective Advertising?
Sound
Strategy
Consumer’s
View Persuasive
Doesn’t
Overwhelm
Deliver on
Promises
Break
Clutter
Effective
Advertising
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The Role of Creativity
Creative ads share two characteristics:
• Originality • Appropriateness
American Family Life Assurance Company (AFLAC)
Nike Honda U.K. Apple iPod
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Advertising Successes and Mistakes
• Value Proposition is the essence of a message and the reward to the consumer for investing his or her time attending to an advertisement.
• The reward could be information about the product or just an enjoyable experience.
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Advertising Successes and Mistakes
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Advertising Plans and Strategy
Advertising strategy
An advertising message that communicates the brand’s primary
benefits or how it can solve aconsumer’s problem
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Advertising Strategy: A Five-Step Program
1. Specify the key fact from the customer’s viewpoint.
2. State the primary problem, or advertising issue, from brand management’s perspective.
3. State the advertising objective. 4. Implement the creative message
strategy. 5. Establish mandatory requirements.
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Constructing a Creative Brief
Background
Strategy
Task
Positioning
Client’s Objectives
Target
Their current thoughts/feelings
What do we want them to think/feel
What do we want them to do
Proposition
Belief in proposition
How we speak to them
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Styles of Creative Advertising
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Unique Selling Proposition Creative Style (USP)
An advertiser makes a superiority claim based on a unique product attribute that
represents a meaningful, distinctive consumer benefit.
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Brand Image Creative Style
• The brand image style involves psychosocial, rather than physical differentiation.
• Transformational advertising
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Resonance Creative Style
• Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience.
• Examples: Dove’s “Real Beauty” campaign
• QuickStep laminate floors
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Generic Creative Style
• An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category.
• Most appropriate for a brand that dominates a product category.
• Example: Campbell’s Soup
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Preemptive Creative Style
• An advertiser makes a generic-type claim but does it with an assertion of superiority.
• Example: “Visine gets the red out.”
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In Summary
• An advertiser might use two or more styles simultaneously.
• Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits.
• Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.
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Means-End Chaining
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Attributes-Consequences-Values
• Attributes are features or aspects of advertised brands.
• Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands.
• Values represent those enduring beliefs people hold regarding what is important in life.
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The Nature of Values
1. Self-direction
2. Stimulation
3. Hedonism
4. Achievement
5. Power
6. Security
7. Conformity
8. Tradition
9. Benevolence
10.Universalism
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The MECCAS Model
MECCAS: Means End Conceptualization of
Components
for Advertising Strategy
